Breakfast Box
Read time:
5 min
Client:
Byte Technology Systems
Industry:
Food Delivery
Start:
End:
Duration:
3 Weeks
Byte Technology Systems was a Y-Combinator funded food delivery start-up based in Lahore, Pakistan. The start-up sought to utilize smartphone apps and similar technologies to help deliver good quality food to customers at affordable and accessible prices throughout the city.
Starting point
Byte wanted to launch a new online ghost kitchen based restaurant on their app. This restaurant brand, called Breakfast Box, aimed to provide high quality intercontinental breakfast items such as croissants, pancakes, french toast, muffins, etc at affordable prices to a Pakistani audience. Byte needed branding and visual designs that would market and sell the products.
Problem solving
I researched on various art styles, developed initial mood boards and reference boards and used the research and data to come up with various visual directions that the brand could take for a successful launch on the app. Based on my research and the initial feedback from upper management, I refined the brand identity and presented steps on how to launch the brand on the platform.
Implimentation
After the creative direction of the brand was finalized, I researched on the photography and aesthetics of the food products that the brand aimed to sell. This helped in creating the art direction of the brand including photography style, colours and typography. This was followed by development of the logo and other visual design collateral for the brand and its products.
Results
The outcome was a vintage but minimal aesthetic branding style with pastel colours all of which signified a high end premium brand. The launch ready brand identity included the logo, typography, colour palette, social media strategy and sample social media posts.
Vintage and pastel colours were an effective way to make breakfast, bakery and confectionery items look premium and high end. Premium products marketed to an upper tier audience need an aesthetic that aligns and matches to both the products and the consumer. The high end aesthetic of the brand needed to be reflected in the food, packaging, service and visuals of the brand.
The branding was well-received by customers and resulted in around 90-100 orders in the 1st week of its launch.
